Foodwise is a clear example of how well objectivity works in the communication industry. Although they are an advertising company with lots of branding projects in their own portfolio, they never thought of a positioning for themselves the way they advised their clients to think of. They had the knowledge, they had the credentials and a team in place but no brand to gather all these in a coherent internal and external statement. From the client perception audit – as the ground zero for any rebranding process – to a clear descriptor and a sharp rhetoric, the whole process was a rewarding two months back-and-forth of ideas and sharing.
The result: a clean promise, a nice looking brand, rhetorically authentic and sustainable. Last but not least an occupied territory of competence in the industry that caught the attention (and the budgets) of existing and new clients. May Foodwise live long and happy, business-wise! Credits: Cristina Diaconescu-Pirlitu (graphic design).